A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would the marketer most likely use to assist with the task?
A) demographic variables
B) purchasing approaches
C) situational factors
D) personal characteristics
E) operating variables

Question

Quizplus · Accepted Answer

Operating variables refer to aspects of the customer's operation that relate to the product or service being offered, such as technology and customer capabilities. Therefore, this would be the most appropriate segmentation variable for the marketer to use in this case. Demographic variables, purchasing approaches, situational factors, and personal characteristics are not as relevant for this type of segmentation.

A Marketer Is Interested in Segmenting a Business Market Based